The Londoner claims to earn up to a staggering £4,000 a night and as much as £360,000 a year - compared to Prime Minister David Cameron's relatively meagre £142,500 salary.

But despite his success, Josh is determined to reinvent the sex industry as a legitimate business.

"I wouldn't describe myself as a prostitute because I don't have sex with all my clients,” he told the Independent.

"A lot of my clients are not hiring to have sex. Prostitute has such a stigma attached to it. It's just a negative word."

"It's the most practiced since the dawn of man so I don't understand why people have to make such a big deal of it like it's some sacred cow."

Josh Brandon (Image: London Live)

The boyish looking 23-year-old, sporting a bleached blond bob hairstyle, skinny build and a pale complexion, admitted his decision to shun the typical macho image associated with the escort trade allows him to command his own niche market.